Verfügbarkeit: International marketing

International marketing:

Gespeichert in:

Bibliographische Detailangaben
1. Verfasser:	Czinkota, Michael R. (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Mason, Ohio Thomson/South-Western 2002
Ausgabe:	2002 update
Schlagworte:	Export marketing Internationales Marketing Einführung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	getr. Zählung graph. Darst., Kt.
ISBN:	0030353890

Internformat

MARC


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Datensatz im Suchindex

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adam_text	DETAILED CONTENTS PREFACE VII ABOUT THE AUTHORS XV B IBI PART ONE THE INTERNATIONAL ENVIRONMENT CHAPTER 1 THE INTERNATIONAL MARKETING IMPERATIVE 2 THE INTERNATIONAL MARKETPLACE 1.1: THE JANUS FACES OF GLOBALIZATION 2 WHAT INTERNATIONAL MARKETING IS 3 THE IMPORTANCE OF WORLD TRADE 5 GLOBAL LINKAGES 6 THE INTERNATIONAL MARKETPLACE 1.2: CORK VERSUS PLASTIC 7 DOMESTIC POLICY REPERCUSSIONS 8 THE INTERNATIONAL MARKETPLACE 1.3: DOES INTERNATIONAL MARKETING CREATE PEACE? 10 OPPORTUNITIES AND CHALLENGES IN INTERNATIONAL MARKETING 10 THE INTERNATIONAL MARKETPLACE 1.4: A GLIMPSE OF THE WORLD IN THE NEW CENTURY 11 THE GOALS OF THIS BOOK 14 SUMMARY 15 QUESTIONS FOR DISCUSSION 16 INTERNET QUESTIONS 16 APPENDIX A BASICS OF MARKETING 17 STRATEGIC MARKETING 17 TARGET MARKET SELECTION 17 MARKETING MANAGEMENT 19 THE MARKETING PROCESS 20 APPENDIX B GEOGRAPHICAL PERSPECTIVES ON INTERNATIONAL MARKETING 21 LOCATION 22 PLACE 22 NATURAL FEATURES 22 HUMAN FEATURES 24 INTERACTION 24 MOVEMENT 25 REGION 27 CHAPTER 2 INTERNATIONAL TRADE INSTITUTIONS AND U.S. TRADE POLICY 30 THE INTERNATIONAL MARKETPLACE 2.1: WHO SHOULD REGULATE E-COMMERCE? 30 THE HISTORICAL DIMENSION 31 THE EMERGENCE OF GLOBAL DIVISION 33 XIX DETAILED CONTENTS CHAPTER 3 / TRANSNATIONAL INSTITUTIONS AFFECTING WORLD TRADE 33 WORLD TRADE ORGANIZATION (WTO) 33 THE INTERNATIONAL MARKETPLACE 2.2: THE WTO: FROM SPECIALTY GROUP TO PUBLIC FORUM 35 INTERNATIONAL MONETARY FUND (IMF) 36 WORLD BANK 36 REGIONAL INSTITUTIONS 37 THE INTERNATIONAL MARKETPLACE 2.3: A WORLD BANK PERSPECTIVE ON CHILD LABOR 38 THE CURRENT U.S. INTERNATIONAL TRADE POSITION 39 A DIAGNOSIS OF THE U.S. TRADE POSITION 41 THE IMPACT OF TRADE AND INVESTMENT ON THE UNITED STATES 42 THE EFFECT OF TRADE 42 THE EFFECT OF INTERNATIONAL INVESTMENT 43 POLICY RESPONSES TO TRADE PROBLEMS 45 RESTRICTIONS OF IMPORTS 45 THE INTERNATIONAL MARKETPLACE 2.4: TOYING WITH TARIFFS 47 EXPORT PROMOTION EFFORTS 51 A STRATEGIC OUTLOOK 52 THE INTERNATIONAL MARKETPLACE 2.5: A MARKETING APPROACH TO TRADE 53 * SUMMARY 54 QUESTIONS FOR DISCUSSION 55 INTERNET QUESTIONS 55 RECOMMENDED READINGS 55 APPENDIX A MEMBERS OF THE U.S. TRADE PROMOTION COORDINATION COMMITTEE (TPCC) 56 THE CULTURAL ENVIRONMENT 57 THE INTERNATIONAL MARKETPLACE 3.1: MAKING CULTURE WORK FOR YOUR SUCCESS 57 CULTURE DEFINED 59 THE ELEMENTS OF CULTURE 62 THE INTERNATIONAL MARKETPLACE 3.2: CULTURE WARS 63 LANGUAGE 64 NONVERBAL LANGUAGE 66 RELIGION 67. VALUES AND ATTITUDES 69 MANNERS AND CUSTOMS 70 THE INTERNATIONAL MARKETPLACE 3.3: SOUP: NOW IT S MMMM-MMMM-GLOBAL! 72 MATERIAL ELEMENTS 74 THE INTERNATIONAL MARKETPLACE 3.4: U.S. STORES IN JAPAN 75 AESTHETICS 78 EDUCATION 78 SOCIAL INSTITUTIONS 79 SOURCES OF CULTURAL KNOWLEDGE 80 CULTURAL ANALYSIS 82 THE TRAINING CHALLENGE 86 THE INTERNATIONAL MARKETPLACE 3.5: ON-LINE CULTURAL TRAINING 89 SUMMARY 90 QUESTIONS FOR DISCUSSION 90 INTERNET QUESTIONS 90 RECOMMENDED READINGS 91 * DETAILED CONTENTS XXI CHAPTER 4 CHAPTER 5 CHAPTER 6 THE ECONOMIC ENVIRONMENT 92 THE INTERNATIONAL MARKETPLACE 4.1: THE GLOBAL ECONOMY 92 MARKET CHARACTERISTICS 97 POPULATION 98 THE INTERNATIONAL MARKETPLACE 4.2: IN THE SEARCH OF THE NEW CHINA 104 INFRASTRUCTURE 107 THE INTERNATIONAL MARKETPLACE 4.3: BRINGING THE NEW ECONOMY TO NEW MARKETS 112 FOREIGN INVOLVEMENT IN THE ECONOMY 113 IMPACT OF THE ECONOMIC ENVIRONMENT ON SOCIAL DEVELOPMENT 113 REGIONAL ECONOMIC INTEGRATION 118 THE INTERNATIONAL MARKETPLACE 4.4: THE WORLD OF TRADING BLOCS 119 LEVELS OF ECONOMIC INTEGRATION 120 EUROPEAN INTEGRATION 121 NORTH AMERICAN INTEGRATION 123 OTHER ECONOMIC ALLIANCES 126 ECONOMIC INTEGRATION AND THE INTERNATIONAL MARKETER 128 THE INTERNATIONAL MARKETPLACE 4.5: SUPPORTING FREE TRADE IN ASIA 130 SUMMARY 131 QUESTIONS FOR DISCUSSION 132 INTERNET QUESTIONS 132 RECOMMENDED READINGS 132 THE FINANCIAL ENVIRONMENT 133 THE INTERNATIONAL MARKETPLACE 5.1: EASING THE CREDIT CRUNCH 133 CREDIT POLICY 134 TYPES OF FINANCIAL RISK 136 SOURCES OF FINANCING 137 COMMERCIAL BANKS 137 FORFAITING AND FACTORING 138 OFFICIAL TRADE FINANCE 139 THE INTERNATIONAL MARKETPLACE 5.2: INSIDE THE EXPORT-IMPORT BANK 141 THE INTERNATIONAL MARKETPLACE 5.3: GOING FOR THE GOVERNMENT CONTRACTS 148 PRIVATE SECTOR EXPORT CREDIT INSURANCE 149 FINANCIAL RISK MANAGEMENT 149 THE INTERNATIONAL MARKETPLACE 5.4: NOW FOR THE HARD PART: GETTING PAID FOR EXPORTS 152 FOREIGN EXCHANGE RISK 153 THE FOREIGN EXCHANGE MARKET 153 THE MANAGEMENT OF FOREIGN EXCHANGE RISK 155 DEALING WITH FINANCIAL CRISES 157 SUMMARY 159 QUESTIONS FOR DISCUSSION 159 INTERNET QUESTIONS 159 RECOMMENDED READINGS 160 THE INTERNATIONAL POLITICAL AND LEGAL ENVIRONMENT 161 THE INTERNATIONAL MARKETPLACE 6.1: IS YOUR FRENCH WINE REALLY FROM MEXICO? 161 XXII DETAILED CONTENTS HOME COUNTRY POLITICAL AND LEGAL ENVIRONMENT 162 EMBARGOES AND SANCTIONS 163 THE INTERNATIONAL MARKETPLACE 6.2: UNILATERAL SANCTIONS: WHO REALLY LOSES? 164 EXPORT CONTROLS 165 THE INTERNATIONAL MARKETPLACE 6.3: NATURAL SECURITY STALLS HIGH-TECH INDUSTRY 166 A CHANGED ENVIRONMENT FOR EXPORT CONTROLS 168 EXPORT CONTROL PROBLEMS AND CONFLICTS 169 IMPORT CONTROLS 170 REGULATION OF INTERNATIONAL BUSINESS BEHAVIOR 170 HOST COUNTRY POLITICAL AND LEGAL ENVIRONMENT 173 POLITICAL ACTION AND RISK 173 LEGAL DIFFERENCES AND RESTRAINTS 178 THE INTERNATIONAL MARKETPLACE 6.4: THE STEEL DUMPING CONTROVERSY 180 THE INTERNATIONAL MARKETPLACE 6.5: TWO AIR DISASTERS, TWO CULTURES, TWO REMEDIES 181 THE INFLUENCING OF POLITICS AND LAWS 181 THE INTERNATIONAL ENVIRONMENT 184 INTERNATIONAL POLITICS 184 INTERNATIONAL LAW 185 ~ SUMMARY 186 QUESTIONS FOR DISCUSSION 186 INTERNET QUESTIONS 186 RECOMMENDED READINGS 187 CASES PART ONE VIDEO CASE: GLOBAL VENDOR RELATIONS AT PIER 1 IMPORTS 188 IKEA IN THE USA 190 THE WORLD CAR MARKET 195 HONG KONG: THE MARKET OF THE FUTURE OR NO FUTURE 200 U.S. TOBACCO EXPORTS: A NEW PERSPECTIVE 207 THE ONCE AND FUTURE IVORY TRADE 212 ONE AFTERNOON AT THE UNITED STATES INTERNATIONAL TRADE COMMISSION 218 PART TWO BEGINNING INTERNATIONAL MARKETING ACTIVITIES CHAPTER 7 BUILDING THE KNOWLEDGE BASE 224 THE INTERNATIONAL MARKETPLACE 7.1: HONG KONG TRADE AT THE CLICK OF A MOUSE 224 DEFINING THE ISSUE 225 INTERNATIONAL AND DOMESTIC RESEARCH 226 NEW PARAMETERS 226 NEW ENVIRONMENTS 226 NUMBER OF FACTORS INVOLVED 226 BROADER DEFINITION OF COMPETITION 227 RECOGNIZING THE NEED FOR RESEARCH 227 THE BENEFITS OF RESEARCH 228 DETERMINING RESEARCH OBJECTIVES 229 GOING INTERNATIONAL: EXPORTING 229 GOING INTERNATIONAL: IMPORTING 230 MARKET EXPANSION 231 DETERMINING SECONDARY INFORMATION REQUIREMENTS 231 * DETAILED CONTENTS XXIII THE INTERNATIONAL MARKETPLACE 7.2: ELECTRONIC INFORMATION SOURCES ON THE EU 232 SOURCES OF DATA 232 GOVERNMENTS 232 INTERNATIONAL ORGANIZATIONS 233 SERVICE ORGANIZATIONS 233 TRADE ASSOCIATIONS 233 DIRECTORIES AND NEWSLETTERS 233 ELECTRONIC INFORMATION SERVICES 234 OTHER FIRMS 234 EVALUATING DATA 236 ANALYZING AND INTERPRETING SECONDARY DATA 236 DATA PRIVACY 236 THE PRIMARY RESEARCH PROCESS 237 THE INTERNATIONAL MARKETPLACE 7.3: PRIVACY CAN BE CONTENTIOUS 237 DETERMINING INFORMATION REQUIREMENTS 238 INDUSTRIAL VERSUS CONSUMER RESEARCH 238 DETERMINING RESEARCH ADMINISTRATION 239 DETERMINING THE RESEARCH TECHNIQUE 240 DESIGNING THE SURVEY QUESTIONNAIRE 245 DEVELOPING THE SAMPLING PLAN 248 DATA COLLECTION 248 ANALYZING AND INTERPRETING PRIMARY DATA 248 THE INTERNATIONAL MARKETPLACE 7.4: CREATIVE PRIMARY RESEARCH 249 PRESENTING RESEARCH RESULTS 249 FOLLOW-UP AND REVIEW 249 THE INTERNATIONAL INFORMATION SYSTEM 250 ENVIRONMENTAL SCANNING 251 DELPHI STUDIES 252 SCENARIO BUILDING 253 SUMMARY 254 QUESTIONS FOR DISCUSSION 254 INTERNET QUESTIONS 254 RECOMMENDED READINGS 255 APPENDIX A INFORMATION SOURCES FOR MARKETING ISSUES 256 EUROPEAN UNION 256 UNITED NATIONS 257 U.S. GOVERNMENT 257 SELECTED ORGANIZATIONS 258 INDEXES TO LITERATURE 259 DIRECTORIES 259 ENCYCLOPEDIAS, HANDBOOKS, AND MISCELLANEOUS 259 PERIODIC REPORTS, NEWSPAPERS, MAGAZINES 260 SELECTED TRADE DATABASES 261 TRADE PUBLICATION REFERENCES WITH BIBLIOGRAPHIC KEYWORDS 261 TRADE PUBLICATION REFERENCES WITH SUMMARIES 261 FULL TEXT OF TRADE PUBLICATIONS 261 STATISTICS 261 PRICE INFORMATION 261 COMPANY REGISTERS 262 TRADE OPPORTUNITIES, TENDERS 262 XXIV DETAILED CONTENTS CHAPTER 8 CHAPTER 9 TARIFFS AND TRADE REGULATIONS 262 STANDARDS 262 SHIPPING INFORMATION 262 OTHERS 262 APPENDIX B DESCRIPTION OF SELECTED U.S. GOVERNMENT PUBLICATIONS AND SERVICES 263 MACRO DATA 263 COUNTRY INFORMATION 263 PRODUCT INFORMATION 264 SERVICES 264 THE EXPORT PROCESS 265 THE INTERNATIONAL MARKETPLACE 8.1: EXPORTING ON-LINE 265 MOTIVATIONS TO INTERNATIONALIZE 266 PROACTIVE MOTIVATIONS 268 THE INTERNATIONAL MARKETPLACE 8.2: THE PERSONAL TOUCH IN EXPORTING 269 REACTIVE MOTIVATIONS 270 CHANGE AGENTS 272 INTERNAL CHANGE AGENTS 273 ~ THE INTERNATIONAL MARKETPLACE 8.3: AN ACCIDENTAL EXPORTER 274 EXTERNAL CHANGE AGENTS 274 THE INTERNATIONAL MARKETPLACE 8.4: THE GHANA EXPORT SCHOOL 276 INTERNATIONALIZATION STAGES 277 INTERNATIONALIZATION CONCERNS 278 STAGE 1 : THE COMPLETELY UNINTERESTED FIRM 279 STAGE 2: THE PARTIALLY INTERESTED FIRM 279 STAGE 3: THE EXPLORING FIRM 280 STAGE 4: THE EXPERIMENTAL EXPORTER 280 STAGE 5: THE EXPERIENCED SMALL EXPORTER 281 STAGE 6: THE EXPERIENCED LARGER EXPORTER 281 CORPORATE STRATEGY AND EXPORTING 282 SUMMARY 283 QUESTIONS FOR DISCUSSION 284 INTERNET QUESTIONS 284 RECOMMENDED READINGS 284 EXPORT INTERMEDIARIES, LICENSING, AND FRANCHISING 285 THE INTERNATIONAL MARKETPLACE 9.1: SOGOSHOSHA: SURVIVING IN CHANGING TIMES 285 EXPORT INTERMEDIARIES 286 EXPORT MANAGEMENT COMPANIES 286 WEBB-POMERENE ASSOCIATIONS 288 TRADING COMPANIES 289 LICENSING AND FRANCHISING 292 LICENSING 293 ASSESSMENT OF LICENSING 293 THE INTERNATIONAL MARKETPLACE 9.2: SUCCESS IN CHINA LICENSING 294 PRINCIPAL ISSUES IN NEGOTIATING LICENSING AGREEMENTS 295 TRADEMARK LICENSING 296 FRANCHISING 296 THE INTERNATIONAL MARKETPLACE 9.3: FOOD FRANCHISERS CONTINUE THE INTERNATIONAL VOYAGE 297 * DETAILED CONTENTS XXV SUMMARY 301 QUESTIONS FOR DISCUSSION 301 INTERNET QUESTIONS 301 RECOMMENDED READINGS 302 CHAPTER 10 PRODUCT ADAPTATION 303 THE INTERNATIONAL MARKETPLACE 10.1: EUROPEANIZING PRODUCTS 303 PRODUCT VARIABLES 305 STANDARDIZATION VERSUS ADAPTATION 306 FACTORS AFFECTING ADAPTATION 308 THE MARKET ENVIRONMENT 310 GOVERNMENT REGULATIONS 310 NONTARIFF BARRIERS 310 CUSTOMER CHARACTERISTICS, EXPECTATIONS, AND PREFERENCES 312 THE INTERNATIONAL MARKETPLACE 10.2: THE MUPPETS HIT ULITSA SEZAM, ZHIMA JIE, SHARA A SIMSIM, AND RECHOV SUMSUM 316 CLIMATE AND GEOGRAPHY 317 PRODUCT CHARACTERISTICS 317 PRODUCT CONSTITUENTS 318 BRANDING 318 PACKAGING 319 THE INTERNATIONAL MARKETPLACE 10.3: WHEN THERE IS MORE TO A NAME 320 APPEARANCE 321 THE INTERNATIONAL MARKETPLACE 10.4: THINKING GREEN IN PACKAGING 322 METHOD OF OPERATION OR USAGE 323 QUALITY 323 SERVICE 324 COUNTRY-OF-ORIGIN EFFECTS 324 COMPANY CONSIDERATIONS 325 PRODUCT COUNTERFEITING 326 THE INTERNATIONAL MARKETPLACE 10.5: THE PHANTOM PIRATES 327 SUMMARY 329 QUESTIONS FOR DISCUSSION 330 INTERNET QUESTIONS 330 RECOMMENDED READINGS 330 CHAPTER 11 EXPORT PRICING STRATEGIES 331 THE INTERNATIONAL MARKETPLACE 11.1: ADJUSTING TO THE CURRENCY SQUEEZE 331 PRICE DYNAMICS 332 THE SETTING OF EXPORT PRICES 334 EXPORT PRICING STRATEGY 335 EXPORT-RELATED COSTS 336 THE INTERNATIONAL MARKETPLACE 11.2: THE EXPORTER S PRICING DILEMMA 337 TERMS OF SALE 340 TERMS OF PAYMENT 342 THE INTERNATIONAL MARKETPLACE 11.3: PENETRATING FOREIGN MARKETS BY CONTROLLING EXPORT TRANSPORT 343 ADJUSTING TO FOREIGN CURRENCY FLUCTUATIONS 349 PRICE NEGOTIATIONS 352 LEASING 352 XXVI DETAILED CONTENTS DUMPING 353 THE INTERNATIONAL MARKETPLACE 11.4: DUMPING IN THE UNITED STATES 355 SUMMARY 355 QUESTIONS FOR DISCUSSION 356 INTERNET QUESTIONS 356 RECOMMENDED READINGS 356 CHAPTER 12 INTERNATIONAL COMMUNICATIONS 357 THE INTERNATIONAL MARKETPLACE 12.1: MAKING DEALS IN ANY LANGUAGE 357 THE MARKETING COMMUNICATIONS PROCESS 358 INTERNATIONAL NEGOTIATIONS 360 STAGES OF THE NEGOTIATION PROCESS 361 HOW TO NEGOTIATE IN OTHER COUNTRIES 362 THE INTERNATIONAL MARKETPLACE 12.2: INTERPRETERS AS PART OF THE MARKETING TEAM 364 MARKETING COMMUNICATIONS STRATEGY 365 THE INTERNATIONAL MARKETPLACE 12.3: INTEGRATED MARKETING COMMUNICATIONS TO CREATE AWARENESS 368 COMMUNICATIONS TOOLS 370 BUSINESS/TRADE JOURNALS, AND DIRECTORIES 370 DIRECT MARKETING 372 INTERNET 374 TRADE SHOWS AND MISSIONS 378 PERSONAL SELLING 380 THE INTERNATIONAL MARKETPLACE 12.4: AT THE FAIR 382 THE INTERNATIONAL MARKETPLACE 12.5: AUTOMATING THE SALES FORCE 385 SUMMARY 386 QUESTIONS FOR DISCUSSION 387 INTERNET QUESTIONS 387 RECOMMENDED READINGS 387 CHAPTER 13 CHANNELS AND DISTRIBUTION STRATEGIES 388 THE INTERNATIONAL MARKETPLACE 13.1: DIFFERENT WAYS OF GETTING THE JOB DONE IN LATIN AMERICA 388 CHANNEL STRUCTURE 390 CHANNEL DESIGN 391 CUSTOMER CHARACTERISTICS 391 CULTURE 392 THE INTERNATIONAL MARKETPLACE 13.2: RETAILERS TO THE WORLD 395 COMPETITION 395 COMPANY OBJECTIVES 396 CHARACTER 397 CAPITAL 398 COST 398 COVERAGE 399 CONTROL 400 CONTINUITY 400 COMMUNICATION 401 SELECTION OF INTERMEDIARIES 402 TYPES OF INTERMEDIARIES 402 * DETAILED CONTENTS XXVII SOURCES FOR FINDING INTERMEDIARIES 403 THE INTERNATIONAL MARKETPLACE 13.3: PUTTING THE BEST FOOT FORWARD 404 SCREENING INTERMEDIARIES 408 THE DISTRIBUTOR AGREEMENT 410 CHANNEL MANAGEMENT 413 FACTORS IN CHANNEL MANAGEMENT 413 GRAY MARKETS 415 THE INTERNATIONAL MARKETPLACE 13.4: COUNTRY OF ORIGIN AND GRAY MARKETS 418 TERMINATION OF THE CHANNEL RELATIONSHIP 420 E-COMMERCE 421 THE INTERNATIONAL MARKETPLACE 13.5: MASTERING THE JAPANESE DISTRIBUTION MAZE 422 THE INTERNATIONAL MARKETPLACE 13.6: E-COMMERCE IN EMERGING MARKETS 424 SUMMARY 426 QUESTIONS FOR DISCUSSION 426 INTERNET QUESTIONS 426 RECOMMENDED READINGS 426 CASES PART TWO WATER FROM ICELAND 427 JOEMARIN OY 433 SPERRY/MACLENNAN ARCHITECTS AND PLANNERS 439 SPECTRUM COLOR SYSTEMS, INC. 444 VIDEO CASE: LAKEWOOD CHOPSTICKS EXPORTS 450 OTJIWARONGO CROCODILE RANCH 453 DAMAR INTERNATIONAL 459 PART THREE GLOBAL MARKETING MANAGEMENT CHAPTER 14 GLOBAL STRATEGIC PLANNING 464 THE INTERNATIONAL MARKETPLACE 14.1: APPLIANCE MAKERS ON A GLOBAL QUEST 464 GLOBAL MARKETING 465 GLOBALIZATION DRIVERS 466 THE INTERNATIONAL MARKETPLACE 14.2: BOM GLOBAL 469 THE STRATEGIC PLANNING PROCESS 470 UNDERSTANDING AND ADJUSTING THE CORE STRATEGY 470 FORMULATING GLOBAL MARKETING STRATEGY 472 THE INTERNATIONAL MARKETPLACE 14.3: GLOBAL SEGMENTS BASED ON VALUES 478 GLOBAL MARKETING PROGRAM DEVELOPMENT 479 IMPLEMENTING GLOBAL MARKETING 481 LOCALIZING GLOBAL MARKETING 482 THE INTERNATIONAL MARKETPLACE 14.4: FINDING THE FIT OVERSEAS 483 SUMMARY 485 QUESTIONS FOR DISCUSSION 485 INTERNET QUESTIONS 486 RECOMMENDED READINGS 486 DETAILED CONTENTS XXVIII CHAPTER 15 GLOBAL MARKET EXPANSION 487 THE INTERNATIONAL MARKETPLACE 15.1: NIKE INVESTMENTS: GLOBAL PRODUCTION AND WORKING CONDITIONS 487 FOREIGN DIRECT INVESTMENT 488 MAJOR FOREIGN INVESTORS 489 REASONS FOR FOREIGN DIRECT INVESTMENT 490 A PERSPECTIVE ON FOREIGN DIRECT INVESTORS 494 THE INTERNATIONAL MARKETPLACE 15.2: WORKING FOR A FOREIGN-OWNED FIRM 496 TYPES OF OWNERSHIP 497 THE INTERNATIONAL MARKETPLACE 15.3: ONE COMPANY CHOOSES THREE MODES OF INTERNATIONAL INVESTMENT 498 THE INTERNATIONAL MARKETPLACE 15.4: SMALL FIRMS USE ALLIANCES TOO 503 CONTRACTUAL ARRANGEMENTS 504 SUMMARY 506 QUESTIONS FOR DISCUSSION 507 INTERNET QUESTIONS 507 RECOMMENDED READINGS 507 CHAPTER 16 PRODUCT AND BRAND MANAGEMENT 508 ~ THE INTERNATIONAL MARKETPLACE 16.1: ANATOMY OF A GLOBAL PRODUCT LAUNCH 508 GLOBAL PRODUCT DEVELOPMENT 510 THE PRODUCT DEVELOPMENT PROCESS 511 THE LOCATION OF R&D ACTIVITIES 515 THE INTERNATIONAL MARKETPLACE 16.2: CENTERS OF EXCELLENCE 517 THE ORGANIZATION OF GLOBAL PRODUCT DEVELOPMENT 518 THE TESTING OF NEW PRODUCT CONCEPTS 519 THE GLOBAL PRODUCT LAUNCH 521 MANAGEMENT OF THE PRODUCT AND BRAND PORTFOLIO 521 ANALYZING THE PRODUCT PORTFOLIO 522 MANAGING THE BRAND PORTFOLIO 525 THE INTERNATIONAL MARKETPLACE 16.3: DEVELOPMENT AND MANAGEMENT OF A GLOBAL BRAND 529 THE INTERNATIONAL MARKETPLACE 16.4: HERE COME THE PRIVATE BRANDS 532 SUMMARY 534 QUESTIONS FOR DISCUSSION 534 INTERNET QUESTIONS 534 RECOMMENDED READINGS 535 CHAPTER 17 SERVICES MARKETING 536 THE INTERNATIONAL MARKETPLACE 17.1: THE GLOBAL TEMP 536 DIFFERENCES BETWEEN SERVICES AND GOODS 537 LINKAGE BETWEEN SERVICES AND GOODS 539 STAND-ALONE SERVICES 539 THE ROLE OF SERVICES IN THE U.S. ECONOMY 543 THE ROLE OF INTERNATIONAL SERVICES IN THE WORLD ECONOMY 546 GLOBAL TRANSFORMATION OF SERVICES 546 THE INTERNATIONAL MARKETPLACE 17.2: THE EFFECTS OF GLOBAL TELECOM DEREGULATION 547 INTERNATIONAL TRADE PROBLEMS IN SERVICES 548 DATA COLLECTION PROBLEMS 549 REGULATION OF SERVICES TRADE 550 * DETAILED CONTENTS XXIX GOVERNMENT RESPONSES TO PROBLEMS IN INTERNATIONAL SERVICES MARKETING 551 CORPORATE INVOLVEMENT IN INTERNATIONAL SERVICES MARKETING 552 SERVICES AND E-COMMERCE 552 TYPICAL INTERNATIONAL SERVICES 553 THE INTERNATIONAL MARKETPLACE 17.3: A NEW SERVICES INDUSTRY: FINDING BASKETBALL PLAYERS 556 STARTING TO MARKET SERVICES INTERNATIONALLY 558 STRATEGIC IMPLICATIONS OF INTERNATIONAL SERVICES MARKETING 558 SUMMARY 560 QUESTIONS FOR DISCUSSION 561 INTERNET QUESTIONS 561 RECOMMENDED READINGS 561 CHAPTER 18 GLOBAL PRICING STRATEGIES 562 THE INTERNATIONAL MARKETPLACE 18.1: A GLOBAL TAX WAR? 562 TRANSFER PRICING 563 USE OF TRANSFER PRICES TO ACHIEVE CORPORATE OBJECTIVES 565 TRANSFER PRICING CHALLENGES 566 THE INTERNATIONAL MARKETPLACE 18.2: ADVANCE PRICING AGREEMENTS: KNOCKING ON THE IRS S DOOR 569 PRICING WITHIN INDIVIDUAL MARKETS 570 CORPORATE OBJECTIVES 570 COSTS 572 THE INTERNATIONAL MARKETPLACE 18.3: JUST DO IT IN A RECESSION! 573 DEMAND AND MARKET FACTORS 574 MARKET STRUCTURE AND COMPETITION 574 THE INTERNATIONAL MARKETPLACE 18.4: WHEN A ROSE IS NOT A ROSE 575 ENVIRONMENTAL CONSTRAINTS 576 PRICING COORDINATION 577 THE EURO AND MARKETING STRATEGY 577 THE INTERNATIONAL MARKETPLACE 18.5: COORDINATING PRICES IN INTEGRATING MARKETS 579 SUMMARY 580 QUESTIONS FOR DISCUSSION 581 INTERNET QUESTIONS 581 RECOMMENDED READINGS 581 CHAPTER 19 LOGISTICS AND SUPPLY CHAIN MANAGEMENT 582 THE INTERNATIONAL MARKETPLACE 19.1: GLOBAL SUPPLY CHAIN MANAGEMENT AT MCDONALD S 582 A DEFINITION OF INTERNATIONAL LOGISTICS 583 SUPPLY-CHAIN MANAGEMENT 585 THE IMPACT OF INTERNATIONAL LOGISTICS 585 THE NEW DIMENSIONS OF INTERNATIONAL LOGISTICS 587 INTERNATIONAL TRANSPORTATION ISSUES 588 TRANSPORTATION INFRASTRUCTURE 588 AVAILABILITY OF MODES 588 THE INTERNATIONAL MARKETPLACE 19.2: CONTAINERIZATION SELLS ROTTERDAM PORT 590 CHOICE OF MODES 590 THE INTERNATIONAL SHIPMENT 595 XXX DETAILED CONTENTS DOCUMENTATION 595 SUPPORT AGENCIES FOR INTERNATIONAL SHIPMENTS 597 INTERNATIONAL INVENTORY ISSUES 599 THE INTERNATIONAL MARKETPLACE 19.3: SWITCHING TO GLOBAL ELECTRONIC ORDERS 600 INTERNATIONAL STORAGE ISSUES 601 STORAGE FACILITIES 601 FOREIGN TRADE ZONES 602 INTERNATIONAL PACKAGING ISSUES 603 MANAGEMENT OF INTERNATIONAL LOGISTICS 605 CENTRALIZED LOGISTICS MANAGEMENT 605 DECENTRALIZED LOGISTICS MANAGEMENT 605 CONTRACT LOGISTICS 606 THE INTERNATIONAL MARKETPLACE 19.4: OUTSOURCING THE LOGISTICS FUNCTION 607 THE SUPPLY CHAIN AND THE INTERNET 608 THE INTERNATIONAL MARKETPLACE 19.5: INTERNET TO LEAD DELIVERY CHANGES 609 LOGISTICS AND THE ENVIRONMENT 610 THE INTERNATIONAL MARKETPLACE 19.6: REVERSE LOGISTICS MANAGEMENT IS CRUCIAL 611 SUMMARY 612 QUESTIONS FOR DISCUSSION 613 INTERNET QUESTIONS 613 RECOMMENDED READINGS 613 CHAPTER 20 GLOBAL PROMOTIONAL STRATEGIES 614 THE INTERNATIONAL MARKETPLACE 20.1: ONE GIANT HELLO, THE WHOLE WORLD OVER 614 PLANNING PROMOTIONAL CAMPAIGNS 615 THE TARGET AUDIENCE 616 CAMPAIGN OBJECTIVES 617 THE INTERNATIONAL MARKETPLACE 20.2: NURTURING A GLOBAL IMAGE 618 THE BUDGET 619 MEDIA STRATEGY 620 THE INTERNATIONAL MARKETPLACE 20.3: THE WORLD WANTS ITS MTV! 626 THE PROMOTIONAL MESSAGE 629 THE CAMPAIGN APPROACH 632 MEASUREMENT OF ADVERTISING EFFECTIVENESS 636 OTHER PROMOTIONAL ELEMENTS 638 PERSONAL SELLING 638 SALES PROMOTION 639 PUBLIC RELATIONS 641 SPONSORSHIP MARKETING 643 THE INTERNATIONAL MARKETPLACE 20.4: EXPANDING THE SOCIAL VISION: GLOBAL COMMUNITY RELATIONS 645 SUMMARY 646 QUESTIONS FOR DISCUSSION 646 INTERNET QUESTIONS 646 RECOMMENDED READINGS 646 CHAPTER 21 MARKETING ORGANIZATION, IMPLEMENTATION, AND CONTROL 648 THE INTERNATIONAL MARKETPLACE 21.1: PROCTER & GAMBLE: ORGANIZATION 2005 648 * DETAILED CONTENTS XXXI ORGANIZATIONAL STRUCTURE 650 ORGANIZATIONAL DESIGNS 650 THE INTERNATIONAL MARKETPLACE 21.2: RESTRUCTURING FOR GLOBAL COMPETITIVENESS 656 IMPLEMENTATION 660 LOCUS OF DECISION MAKING 661 FACTORS AFFECTING STRUCTURE AND DECISION MAKING 662 THE NETWORKED GLOBAL ORGANIZATION 663 PROMOTING INTERNAL COOPERATION 664 THE ROLE OF COUNTRY ORGANIZATIONS 666 THE INTERNATIONAL MARKETPLACE 21.3: CHARACTERISTICS OF SUCCESS 667 CONTROL 669 TYPES OF CONTROLS 669 THE INTERNATIONAL MARKETPLACE 21.4: INTERNATIONAL BEST PRACTICE EXCHANGE 670 EXERCISING CONTROL 673 SUMMARY 675 QUESTIONS FOR DISCUSSION 675 INTERNET QUESTIONS 675 RECOMMENDED READINGS 676 CASES PART THREE AMAZON.COM 677 BENETTON 683 PARKER PEN COMPANY 685 NOVA SCOTIA 688 AOL: INTERNATIONAL EXPANSION 694 NIKE IN SOUTHEAST ASIA 696 VIDEO CASE: ESPN 699 AFTERMATH OF AN ENVIRONMENTAL DISASTER: UNION CARBIDE IN BHOPAL 701 ESTABLISHING AN OVERSEAS LAW OFFICE 705 VIDEO CASE: WHIRLPOOL AND THE GLOBAL APPLIANCE INDUSTRY 708 ATTRACTING FOREIGN DIRECT INVESTMENT: GERMAN LUXURY CARS IN THE U.S. 712 COMEBACK FROM A NEAR-DEATH EXPERIENCE: AUDI OF AMERICA 1992-1997 716 MARKETING AND THE ENVIRONMENT: TUNA VERSUS DOLPHINS 720 WISST PART FOUR INTERNATIONAL MARKETING TRANSITIONS CHAPTER 22 COUNTERTRADE 726 THE INTERNATIONAL MARKETPLACE 22.1: COUNTERTRADE JUMPSTARTS ECONOMY 726 COUNTERTRADE DEFINED 727 WHY COUNTERTRADE? 728 TYPES OF COUNTERTRADE 730 THE INTERNATIONAL MARKETPLACE 22.2: DO OFFSETS HARM THE ECONOMY? 734 THE INTERNATIONAL MARKETPLACE 22.3: SWAPPING DEBT FOR EDUCATION 736 OFFICIAL POSITIONS TOWARD COUNTERTRADE 737 OFFICIAL U.S. POLICY 737 OTHER GOVERNMENT VIEWS 738 ATTITUDES OF INTERNATIONAL ORGANIZATIONS 739 THE CORPORATE SITUATION 740 THE INTERNATIONAL MARKETPLACE 22.4: USING COUNTERTRADED GOODS 741 XXXII DETAILED CONTENTS THE EMERGENCE OF NEW INTERMEDIARIES 741 PREPARING FOR COUNTERTRADE 743 SUMMARY 744 QUESTIONS FOR DISCUSSION 745 INTERNET QUESTIONS 745 RECOMMENDED READINGS 745 CHAPTER 23 NEWLY EMERGING MARKETS 746 THE INTERNATIONAL MARKETPLACE 23.1: NEW COMPETITION FROM HUNGARY GATHERS GLOBAL SUPPORT 746 MARKETING AND THE NEWLY EMERGING MARKET ECONOMIES 747 A BRIEF HISTORICAL REVIEW 748 THE DEMISE OF THE SOCIALIST SYSTEM 750 THE REALITIES OF ECONOMIC CHANGE 751 THE INTERNATIONAL MARKETPLACE 23.2: WOMEN AND WORK: HAS TRANSITION HELPED? 753 ADJUSTING TO RAPID CHANGE 754 THE INTERNATIONAL MARKETPLACE 23.3: RUSSIA*S RICH AND POOR 755 ___ INTERNATIONAL MARKETING OPPORTUNITIES AND CHALLENGES 757 MARKETING IN THE NEWLY EMERGING DEMOCRACIES 757 SOURCING FROM THE NEWLY EMERGING DEMOCRACIES 758 MARKETING WITH STATE-OWNED ENTERPRISES 760 REASON FOR THE EXISTENCE OF STATE-OWNED ENTERPRISES 760 RELEVANCE OF STATE-OWNED ENTERPRISES TO THE INTERNATIONAL MARKETER 760 THE STRATEGIC RESPONSE TO THE STATE-OWNED ENTERPRISE 761 PRIVATIZATION 762 THE INTERNATIONAL MARKETPLACE 23.4: PRIVATIZING SOUTH AFRICA 763 SUMMARY 764 QUESTIONS FOR DISCUSSION 764 INTERNET QUESTIONS 764 RECOMMENDED READINGS 764 CHAPTER 24 THE FUTURE 766 THE INTERNATIONAL MARKETPLACE 24.1: THE INTERNET OFFERS MARKETING LINKAGES 766 THE INTERNATIONAL MARKETING ENVIRONMENT 767 A REGIONAL PERSPECTIVE 767 THE INTERNATIONAL FINANCIAL ENVIRONMENT 770 THE SOCIETAL ENVIRONMENT 770 THE TECHNOLOGICAL ENVIRONMENT 772 THE TRADE FRAMEWORK 773 GOVERNMENTAL POLICY 774 THE FUTURE OF INTERNATIONAL MARKETING MANAGEMENT 776 INTERNATIONAL PLANNING AND RESEARCH 776 THE INTERNATIONAL MARKETPLACE 24.2: FORD, MICROSOFT JOIN FORCES TO CREATE ONLINE BUILT-TO-ORDER CARS 777 INTERNATIONAL PRODUCT POLICY 777 INTERNATIONAL COMMUNICATIONS 780 DISTRIBUTION STRATEGIES 780 INTERNATIONAL PRICING 780 THE INTERNATIONAL MARKETPLACE 24.3: GLOBAL REACH WITH JAPANESE CYBERMAIL 781 DETAILED CONTENTS XXXIII THE INTERNATIONAL MARKETPLACE 24.4: INTERNATIONAL EXPERIENCE: KEY TO THE EXECUTIVE SUITE 782 CAREERS IN INTERNATIONAL MARKETING 782 FURTHER TRAINING 782 EMPLOYMENT WITH A LARGE FIRM 783 EMPLOYMENT WITH A SMALL- OR MEDIUM-SIZED FIRM 785 SELF-EMPLOYMENT 785 SUMMARY 787 QUESTIONS FOR DISCUSSION 787 INTERNET QUESTIONS 787 RECOMMENDED READINGS 787 CASES PART FOUR KADIMI GROUP OF COMPANIES (INDIA): EXPORTS 788 CUSTOMER SERVICE ONLINE: THE HP DESIGNJET 792 ECOLOGICAL COOLING: THE FRIDGE FROM EASTERN GERMANY 799 MCDONNELL DOUGLAS: THE F-18 HORNET OFFSET 802 AN EXPATRIATE TOUR IN EL SALVADOR 809 VIDEO CASE: A TASTE OF THE WEST 813 CREDITS AND ACKNOWLEDGMENTS P-1 NAME INDEX 1-1 SUBJECT INDEX I-7
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author	Czinkota, Michael R.
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dewey-tens	650 - Management and auxiliary services
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edition	2002 update
format	Book
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spelling	Czinkota, Michael R. Verfasser aut International marketing Michael R. Czinkota ; Ilkka A. Ronkainen 2002 update Mason, Ohio Thomson/South-Western 2002 getr. Zählung graph. Darst., Kt. txt rdacontent n rdamedia nc rdacarrier Export marketing Internationales Marketing (DE-588)4125431-4 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Internationales Marketing (DE-588)4125431-4 s DE-604 Ronkainen, Ilkka A. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009984966&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Czinkota, Michael R. International marketing Export marketing Internationales Marketing (DE-588)4125431-4 gnd
subject_GND	(DE-588)4125431-4 (DE-588)4151278-9
title	International marketing
title_auth	International marketing
title_exact_search	International marketing
title_full	International marketing Michael R. Czinkota ; Ilkka A. Ronkainen
title_fullStr	International marketing Michael R. Czinkota ; Ilkka A. Ronkainen
title_full_unstemmed	International marketing Michael R. Czinkota ; Ilkka A. Ronkainen
title_short	International marketing
title_sort	international marketing
topic	Export marketing Internationales Marketing (DE-588)4125431-4 gnd
topic_facet	Export marketing Internationales Marketing Einführung
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009984966&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT czinkotamichaelr internationalmarketing AT ronkainenilkkaa internationalmarketing

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